The significant role and impact of customer relationship management practices in the banks: A customers’ satisfaction survey

Abstract

This paper was designed to explore the background of banking and retail consumer relations. It also aims at evaluating the impact on customer loyalty of customer relationship management. Five consumer interaction dimensions have been identified: Loyalty, Capacity, Special Consideration, Conflict Management and Ease. The customer's satisfaction with bank is influenced only by faith, special treatment and ease. This research will assist bank officials in implementing a proper client relationship management strategy.